I think I've seen that price as well, however the thing to remember is that no official pricing has been posted anywhere yet.
The general consensus is that the $599 price would be the full retail, non-carrier-subsidized price. It's most likely that it will come out around the $200 range with 2-year agreement (new or renewal) in order to be competitive with the rest of the smartphone world. I'm hoping I'll be able to throw my new-every-two vzw discount at it as well, so we'll see!
I'd happily spend $200 on this phone. I've only paid full retail for a smartphone once, and I don't think I'll be doing it again anytime soon. I think that one was $720 for full retail, so $600 at that tier wouldn't be out of the ordinary. I don't know many people who spend full retail unless they're really unhappy with what they've got.
edit: beaten to the punch!